Interactivity as a Determining Factor of the Museum Communication Strategy

Student: Skorobulatova Ilona

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2017

The research is devoted to studying of the museum interactivity as a foundation of a museum communications with external audiences. In the context of the actual museological discourse about the true purpose of the museum, the goal was to identify the possibility of coexistence of interactive museum communications and the archaic social functions of the museum without losing the " authentic museality ". Based on the case-study of Moscow museum institutions, the author considers the specifics of interactivity in the communication strategies of museums of different profile groups: the scientific museum, the museum of fine arts, the historical museum, the architectural museum and the museum of modern art.

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